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Beiersdorf

Jung von Matt (Germany)

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Jung von Matt is one of Germany's biggest and most admired independent marketing groups, built around a highly regarded creative shop whose two founders were once described by news magazine Der Spiegel as the "pop stars of German advertising". There are now more than 25 agencies under the overall umbrella of Jung von Matt, spread across nine countries, although several of them work out of the same street in Hamburg. To differentiate between the agencies, each one is named not by city but by its biggest local river. The main agency in Hamburg, for example, is Jung von Matt/Alster.

Clients

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Competitors

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Brands & Activities

In addition to its HQ in Hamburg, Jung von Matt also operates agencies in Berlin (JvM/Spree) and Stuttgart (JvM/Neckar), as well as direct & digital JvM/next, and JvM-branded design, event marketing, PR and planning units, branded content agency 7Seas, public affairs consultancy Navos and a music consulting unit, White Horse.

Media unit JvM/mediamind was merged in 2005 into a joint venture with Serviceplan's Mediaplus subsidiary. The Hamburg office of Mediaplus is managed primarily by JvM (and became JvM Impact in 2019); the Munich one by Serviceplan. In 2012, the group part-funded social media and search marketing agency Netzeffekt. There is also a strategic partnership with independently owned GVK to supply retail and shopper marketing services. The group launched a new sports marketing subsidiary in 2013, JvM/Sports.

The agency has for years had an on/off relationship with German luxury car brands and arch-rivals BMW and Mercedes-Benz. In 2006, JvM surrendered BMW's creative account in Germany (although it kept PR and some international work) to take on the Mercedes account. With a certain amount of irony, it was itself dropped by Mercedes mid 2015, leading to a rapprochement with BMW, who awarded the agency some work for its 2016 anniversary campaign. The separation from Mercedes - arguably its biggest client - prompted a significant reduction in staffing levels as well as the closure of through-the-line unit Jung von Matt/365.

In 2006, the group established its first base outside German-speaking markets with an outpost in Sweden, Jung von Matt/Strommen. Three years later, a Czech presence was established with the acquisition of local agency Kaspen, now Kaspen/Jung von Matt. Several additional offices have opened within Europe, but so far only one outside that region: JvM/Tonghui, which launched in Beijing, China in 2011 to oversee the Mercedes-Benz account.

The loss of the Mercedes-Benz account in Germany weighed heavily on performance in 2016. However JvM remains the country's second largest independent behind Serviceplan. Revenues for 2018 were around €85m.

Background

The core of the business is traditional advertising agency Jung von Matt/Alster, based in Hamburg. It was founded in 1991 by Belgian-born Jean-Remy von Matt and Holger Jung, both formerly managing partners at Springer & Jacoby. The new shop's first client was car rental firm Sixt, but business grew rapidly in the wake of top-notch creative work which earned it shelves of awards throughout the 1990s. The first spin-off agency was formed in 1995, originally to produce sales literature. It evolved into integrated agency Jung von Matt/Elbe, also located in Hamburg. In 2011, JvM/Elbe rebranded as JvM/365 in order to highlight its broader remit. The real breakthrough for the group, however, came with the capture of the BMW account in 1998, which elevated the agency into the senior ranks of the country's agencies.

The group took its first steps outside Germany in 2001 with the foundation of an Austrian office to handle what was then core client BMW. A Swiss outpost was established the same year, following the acquisition of Honegger/von Matt in Zurich. In keeping with the group's habit of naming all its advertising agencies after rivers, the latter was rebranded as Jung von Matt/Limmat.

Last full revision 3rd November 2017

* Archive page for historical reference only. This profile is no longer being actively updated. See active page here *


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